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Why the Lamborghini Urus Doesn’t Make Sense

Don’t kid yourself. You’re not going to buy the new Lamborghini SUV. You’ll be excited about it and eat up all the blog posts announcing its imminent arrival, but you won’t step foot in a Lambo dealership unless you’re just there to ogle.

Trust me when I say that Lamborghini dealerships don’t exactly smile upon oglers (I had a bad experience).

Yes, the Lamborghini Urus, or whatever its production moniker becomes, will sell out, just not to folks like you and me. And not because of financial reasons alone.

The thing about the coming Lambo ute is that you can pick up a much less expensive version if you don’t mind some toned-down bodywork, a pedestrian engine, and a less impressive badge. More on that in a moment.

But first, remember that Lamborghinis sell to guys and gals who like to stand out and make a statement about their egos with wildly styled supercars. Crossovers and SUVs sell because their buyers appreciate practicality and utility, two things Lamborghini has never had, nor ever should have.

The Urus concept, which debuted in 2012, had around 600 horsepower from the same demon-summoning V10 used in the Huracan. That’s a lot of power for Costco runs and soccer practice.

Jaguar, Rolls-Royce, and Bentley have all pledged to build high-end SUVs and can probably get away with it, because there will be at least some level of practicality and utility in each one. The Lambo SUV will presumably be a performance-tuned machine meant for giving thrill rides to friends who don’t fit in the Gallardo, not for towing boats to the lake. It’s a vehicle that doesn’t make sense for sane car buyers like you and me.

What does make sense is buying a car that shares the Urus platform. Pick up a next-gen Volkswagen Touareg, Audi Q7, or even the next Porsche Cayenne, and you’ll have the same underpinnings as the Lamborghini along with a heavier wallet and some pride in knowing you made a sane choice.

The Lamborghini Urus will be an insane SUV, but will it be a sane buy for those who can pay the price?